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Social media marketing is the modern way to get ahead of the competition and be seen by your audience. These platforms allow Medical Device companies to connect with customers in a way they never could before, by encouraging engagement and building communities. It is an incredibly versatile form of marketing that all Medical Device manufacturers should embrace. For more information about why you should utilise social media make sure to check out our previous blog on social media strategy.
We’ve spoken before about the bigger picture of strategising your Medical Device social media marketing, but what about the everyday stuff? How can you use hashtags to be seen by more people? When should you post? What tools should you be using? We’ve broken down the best practices that Medical Device companies should be following to successfully market on social media.
Before you can think about what you’re going to post, you should decide on where you’re going to post. Generally, B2B (business to business) companies will utilise Twitter and LinkedIn for their social media marketing, whilst B2C (business to customer) companies will focus more on platforms like Instagram and Pinterest, as these are more e-commerce driven sites. It comes down to where your audience is though, so in order to be able to choose the right platform, you must have a good idea of who you’re targeting.
For Medical Device companies, we tend to recommend using LinkedIn and Twitter, which are used more often for business networking than other social media platforms. For Medical Device companies with an e-commerce site and a product that is sold directly to patients, we’d recommend venturing onto other platforms like Facebook and Instagram.
If you would like to learn more about social media platforms, check out our article on which social media platform is best for Medical Device marketing.
One great place to start with your Medical Device social media marketing is to look at what your competition is doing. See what channels they’re using, what sort of content they’re posting and what their following is like. This will help to give you ideas on what is already out there, and how you can stand out.
There is a lot of thought and planning that goes into creating a well-rounded, authentic brand personality. Social media provides customers with a more personal insight into a company, it’s an opportunity to showcase your values. Therefore, your social media needs to match your website, leaflets and exhibition branding, otherwise, the brand will feel disjointed, and you will lose authenticity.
Once you have chosen your channels and had a look at what’s out there, you need to ensure there’s consistency in your posts, and this starts with creating guidelines. These guides need to be in line with your general brand guidelines, in order to ensure there’s consistency across all of your marketing efforts. They should also layout the visual aspects of your post, to ensure that there is consistency in the look of your social media, to create a recognisable brand.
More importantly, your social media guidelines should determine a tone of voice for your posts that are in line with your brand personality. There are lots of different brand personalities, but many fall within a group of 12 archetypes, which we’ll be discussing in a future article.
The importance of having a solid plan in place cannot be overemphasised. You might choose to plan a month in advance, or better yet, the whole quarter. Not only will this help to give you consistency in what and how often you post, but it will also allow you to plan in any upcoming events or holidays.
For instance, if you’re hosting a webinar in a few months, you can plan in an adequate amount of promotion. Likewise, you could celebrate national days when they occur, for example, this calendar informs you on upcoming awareness days, which could be good for creating content if there is one in your therapy area. If you would like to learn more about incorporating awareness days into your social media marketing, feel free to read our article on seasonal trends.
Posting every single week can feel like a daunting challenge if you’re unprepared, but pre-planning your content and having them drafted means that if you get busy with other work, you will already have a collection of posts ready to go.
The best way to figure out when to post for your Medical Device company is through experimentation and understanding your audience. For instance, LinkedIn is made up of working professionals and therefore less likely to be busy on weekends as people like to shut off from work, so there is a peak during the working day for this platform. When will your potential customers be using social media? That’s what you need to figure out.
The best way to figure this out it to keep track of engagement versus when it was posted. You can start by posting at the same time for a month and keeping record of the results, and then swap to a different time for a month and compare. If you keep doing this, you will eventually be able to judge which time works the best.
The algorithms controlling people’s social media feeds also rely on engagement as an indication of what to show and when, so you need to ensure that you are encouraging engagement with each of your posts. You can do this by ending your post with a question, hosting a poll or opening up a discussion. Getting your customers to engage helps to build loyalty and create a community feeling.
Social listening is when a company seeks out the conversations that customers are having about them. Medical Device manufacturers must be aware of how their customers view them and the thoughts that they are publicly conveying. Not only does this give companies a chance to engage and connect with their advocates, but it also gets companies ahead of the game when it comes to customer service. If issues arise, you can be there to help before any damage is done to your reputation.
For successful social listening, you must do it regularly. Every day you should check your social media channels for comments and messages to your inbox, so that you can respond as soon as possible. You could also set up alerts with through a Google account to be notified every time a certain phrase or word is mentioned. If you set up to be alerted each time your brand is mentioned, you’ll be less likely to miss what people are saying about you.
Ignoring social media analytics is like walking through a maze blindfolded – you have no idea where you’ve been and therefore have no idea where you’re going and you can end up making the same mistakes again and again. By analysing as much data as you can, you can make judgements about tactics that have worked well and ones that haven’t. From that, you can adjust what you do going forward and make genuine progress. Check out our article on social media reporting to learn more.
One great way of collecting data is by using UTM trackers, that tell you when someone has clicked on a link to come to your website. You can find out everything you need to know in our article on UTM trackers.
Using tools can be great for streamlining your Medical Device social media marketing. There are so many great tools out there that can make your life easier. Here are some of our favourites!
As you can see, successful Medical Device social media marketing requires careful consideration. It is often overlooked by Medical Device companies, but it is actually a very key aspect of digital marketing. It is one of the most direct routes to your customers and can have a massive impact on your overall business achievements.
Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.
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